Viacom18 to launch Colors Kannada Cinema

The channel goes on air from September 24.

Media and entertainment company Viacom18, has announced the launch of its second movie channel, Colors Kannada Cinema. The network’s foray into movie broadcast space was through Rishtey Cineplex in the year 2016. Equipped with blockbuster movies, the channel will unfold its FPC from September 24, 2018.

Viacom18's regional GEC Colors Kannada currently leads the Kannada genre. Colors Kannada along with Colors Super (GEC) occupy 46 per cent viewership share in the genre. Movies contribute about 11 per cent of the total television viewership in Karnataka.

Talking about the need to launch a movie channel in the Kannada market, Ravish Kumar, head – regional entertainment, Viacom18, says, “Movies play an important part in viewership in that market. There are already three movie channels, Udaya Movies, Public Movies and Star Suvarna Plus and we already have a sizeable bank of movies with us. We already have the expertise and lead the market with Colors Kannada and have fastest growing channel in the market with Colors Super. We have been acquiring titles year on year for the last three years and we are not utilising movies on our GECs at all. Given the fact that we already have a library and have been acquiring titles and saw there is viewership for movies in that market, it was logical that we launch a movie channel.”

The channel is going to focus on premiering movies as well. “Historically we have been doing premiers as well and that market in growing. About five to six years back there were about 70-80 movies being made in Kannada and that number has moved up by 2.5 times. So, there are lot more titles in the market.”

Apart from films, the channel will also have an interesting mix of programmes like; behind the scenes, trivia around the film and sneak peeks into houses of stars giving all the more reason to loyal patrons to sit back and enjoy a good film with their family.

Talking about the channel promotions, Kumar says, “As we talk, we already have a 360 degree marketing campaign which is about kicking off. That will build up till the last three-four days from the channel launch. There is going to be print ads, jackets, hoardings, wall paintings and will be carrying a lot of promos on our GEC Colors Kannada and Colors Super as well. We are also running the spots in 200 odd theatres. We are also launching with five movie premiers on each day from September 24-28.”